Fundraising Trends
Two new reports—the CanadaHelps Giving Report 2025 and the CAF Canada Giving Report 2025 —tell a compelling story: despite the fact that the way people give is changing, the heart behind it remains strong.
Why It Matters
In Canada, 2023 was a record year with $12.8 billion donated by over five million Canadians, “the highest amount ever recorded and a $1.35 billion increase from the previous year” (CanadaHelps Giving Report, page 4).
Since then, the number of people giving in Canada has declined, although online giving grew by 7% in 2024, partly due to the Canada Post Strike disrupting year-end giving by direct mail.
Older and wealthier donors drive most of total giving, while younger Canadians give less often but show growing interest in local and relational causes.
Globally, people donated an average of 1.04% of their income in 2024, and some of the most generous countries were among the least wealthy (Nigeria topped the list at 2.83%). The North American average was 0.94%.
The World Giving Report also found that giving extends beyond money: helping strangers and community service are rising everywhere. Religious organizations remain one of the top causes supported worldwide, alongside poverty relief and youth programs.
Next Steps
Together, these reports point to a shift in how people think about generosity. Donors are moved less by obligation and more by connection, wanting to see impact, feel belonging, and participate in something meaningful. Organizations that communicate story, relationship, and purpose will be best positioned to thrive.
How is your organization reflecting this new spirit of generosity?
Shannon McAllister
Director of Operations | shannon@eaglecom.ca